Analysis of Haribo Gold Bears Commercial

Rhetoric.

What type of persuasive technique the commercial is using? Pathos, logos, or ethos? Explain why.

The primary persuasive technique applied in the Haribo Gold Bears commercial appeals to the child-like emotion the viewer is expected to experience with this product; therefore, pathos would be considered the rhetorical appeal used. The secondary persuasive technique used was ethos through subliminal messages to the viewer. ​The sophisticated appearance of the actors in the corporate setting shows the viewer the credibility of the person(s) telling the story.

Overall message.

What product or service is the commercial trying to sell? Where was the commercial set? Describe the setting(s). Who was in the commercial? Describe the people in the commercial. Who was in the commercial? What objects were in the commercial? Describe the objects. What happened in the commercial? Provide as much detail as you can.

The professional setting of a corporate meeting, backdrops the frame of actors in formal business attire from various ethnicities. The professionals in the commercial are dressed in top line business attire perfectly groomed and sophisticated in appearance, yet when they begin speaking a young child’s voice is heard using typical grammatical errors. The gentleman in the orange tie shares his experience with the product as, “the red one is more good-er to me.” The child-like redundancy reflects the intended message.

The testimony of the individuals in the clip, provide details to the viewer on the experience they had when eating the product and how it made them feel. One individual expresses how he just can’t stop eating the product, because it tastes so good.

Production.

What cultural codes are they using? What is the overall message they are trying to communicate? Analyze the purpose of the commercial: What is the message of the TV commercial? In other words, what do the commercial’s creators want the target audience to believe about the product?

​There are multiple cultural codes throughout the commercial. From the beginning, a female enters the meeting of several males and females of various cultures, races, and ethnicities. Another female starts by stating “aloha”, a word commonly used in Hawaii. This could prompt users to visualize the flavors of the gummy through word association. Aloha indicates the pineapple flavor of gummy with a common location Hawaii where pineapples originate. The intended overall message is that Haribo Gold Bears Gummi Candy is a delicious treat loved around the world by all ages.

The creators want the target audience to believe that eating the product will take you back to your childhood memories and express that it is acceptable for all ages from all economic status to enjoy them.

Distribution.

​At what time during the day was shown? What TV show was playing? Who is most likely to watch that show? Why you think they are showing that commercial at that particular time? Who is the target audience of the commercial? Explain your thoughts.

This commercial has been seen at various times of the day, most recently it was observed during the show, The Big Bang Theory. This evening sit com appeals to a variety of audiences, particularly those with college degrees. It is ranked one of CBS’s highest rated shows in the evening reaching age 18-49 demographics and has an audience of over 12.83 viewers. This allows the message to reach a large amount of the intended audience. The show is about two fictional geniuses with “beautiful minds” interacting with people.

Persuasive techniques.

​Analyze the techniques the commercial’s creators used. What visuals techniques do the commercial creators’ use to convince us of their message? Pick two and explain how they help support the message. What aural techniques do the commercial creator’s use to convince us of their message? Pick two and explain how they help support the message.

​Visual TechniquesGaze: OfferIn the initial contact, the woman entering the room does not make initial eye contact. She appears very serious and solemn. As she begins to talk about the product, the camera zooms in showing emphasis on her exaggerated facial expressions and hand motions projecting excitement.

Gaze: DemandThe Asian gentleman takes one of the gummy bears and places it between his fingers and pinches the product, showing how “squishy” the product is while the camera angle zooms in closer. The emphasis on the children’s voices accompanied with exaggerated facial expressions, present the message as fun with a kid-like experience.

Aural TechniquesArticulation:The speakers lack the proper enunciations (or pronunciations) of many of the words used in the conversation. All of the actors use exaggerated annunciation to stress the childlike experience that they are having when eating, touching, playing with, and enjoying the gummy bears.

Fluency:As the actors are acting out the playful behaviors of eating the gummy bears, they use filters to place emphasis on their involvement. Words such as ‘umm’ and ‘you know’ are used to add to the childlike experience. They also raise their tone and pitch to emulate excitement in the product.

Reflection.

​Analyze the techniques the commercial’s creators used. What did you learn from the materials provided? Why is important to know persuasive techniques? How you can use these types of exercises in your classroom?

In reviewing the commercial, I began to notice the multitude of persuasive techniques that are placed upon our society every day. It made me begin to have a deeper understanding of the importance of validating the products promises before making a purchase. I feel that it is important that we all assess the messages that are presented before making a financial investment in a particular product based on the emotional response we have from the advertisement.